Macmillan launches smart speaker campaign to drive donations with Actionable Audio Ads
To make donating to UK charities like Macmillan easier than ever, we teamed up with Octave Audio to launch a new targeted digital audio campaign on Alexa-operated devices.
Using smart speaker technology, Bauer Media stations such as Magic Radio and Greatest Hits Radio, as well as News UK stations such as talkRADIO and Virgin Radio, can securely and instantly transfer money using their voice, reducing barriers and encouraging people to donate to Macmillan.
We believe the campaign initiative will provide the vital support charities need at this critical time post pandemic. Some charities have reported adverse impacts, including a decline in income and donations decreased.
For Macmillans’s smart speaker ad, the audience is taken through the empathic insights of a Macmillan nurse who tells us his day in the life, and the lengths he would go to for his patients. He rounds up the ad with a warm CTA, encouraging listeners to donate by opening Macmillan cancer support on their smart speaker, prompting Alexa to begin the donation process by asking them how much they would like to give. Upon confirmation, the donation will be processed, with money taken directly from the listener’s Amazon Pay account.
As quoted, Bauer Media explains in their press release, “ad spend can be measured directly on user engagement, providing invaluable information for charities too.” Since the devices are connected, “they make the lives of the audience easier and give the charities valuable information as well.”
To learn more about the ad, listen here:
Additionally, check out or work with other charities including Alder Hey and the NSPCC.
You can also discover how we can help charities drive donations with Actionable Audio Ads by downloading our new whitepaper now.